“Should we go with Facebook Ads or Google Ads?” — it is the eternal debate for every online store. Both platforms can generate serious revenue, but they work in fundamentally different ways. One brings you customers who did not even know you existed. The other catches them at the exact moment they are searching for what you sell.
The right answer is not “one or the other” — it is knowing when to use each. In this guide, we compare the two platforms head-to-head, with real numbers from the campaigns we manage daily for online stores across Europe.
How each platform works
The fundamental difference is simple: Facebook Ads is interruption marketing (push), while Google Ads is intent marketing (pull).
Facebook (Meta) shows ads to people who might be interested in your product — based on demographics, interests, behavior, and lookalike audiences. The user is not actively searching for your product, but the ad “interrupts” them while they scroll through their feed.
Google Ads, on the other hand, shows ads to people who are actively searching for what you sell. When someone types “buy men's running shoes” into Google, the purchase intent is already there. You pay to appear at that exact moment.
This difference changes everything: from the creative message, to the budget, to the type of products that perform best on each platform.
Head-to-head comparison: Facebook Ads vs Google Ads
We put the two platforms side by side on the most important criteria for e-commerce:
| Criterion | Facebook Ads | Google Ads |
|---|---|---|
| Targeting | Demographics, interests, behaviors, lookalikes | Keywords, search intent, remarketing |
| Best for | Discovery, new products, brand awareness | High-intent buyers, specific searches |
| Avg CPC (e-commerce) | €0.30 – €1.50 | €0.50 – €3.00 |
| Avg ROAS | 3-5x | 4-8x |
| Creative format | Visual-first (video, carousel, UGC) | Text ads, Shopping, video |
| Learning curve | Medium | Medium-High |
| Best funnel stage | Top & middle funnel | Middle & bottom funnel |
| Scaling | Easy but diminishing returns | Keyword-limited but high intent |
Notice: Google Ads has a higher average ROAS, but also a higher CPC. Facebook Ads is cheaper per click, but requires more creative work to convert a user who is not actively searching for your product.
When to choose Facebook Ads
Facebook Ads (Meta Ads) excels when you need to create demand, not just capture it. It is the ideal platform in these scenarios:
New or unknown product
Nobody searches on Google for a product they do not know exists. Facebook lets you show it to the right audience and generate interest from scratch. Ideal for launches, innovative products, or emerging niches.
Visual products (fashion, home, beauty)
If your product looks great in images and video, Facebook is your playground. Carousel, Reels, and UGC formats work exceptionally well for products where aesthetics matter.
Low price points, impulse buys (under €50)
Low-priced products convert well on Facebook because the purchase decision is fast. The user sees the ad, likes the product, and buys in 2–3 clicks without extensive comparison.
Building email lists
Facebook lead ads are extremely effective for collecting email addresses. Once you have the list, you can run email marketing with high ROI without depending on ad platforms.
Retargeting website visitors
The Facebook Pixel lets you retarget visitors who viewed products but did not purchase. With custom audiences and dynamic product ads, you can recover up to 20–30% of abandoned carts.
When to choose Google Ads
Google Ads excels when you need to capture existing demand. People are already searching for what you sell — you just need to show up in front of them:
High search volume for your products
If people are actively searching “buy [your product]” on Google, you already have validated demand. Google Ads puts you in front of them at the exact moment of maximum purchase intent.
Higher price points (considered purchases)
For products above €100–200, customers compare before they buy. Google Shopping and Search Ads position you during this comparison phase, when intent is high and the decision is nearly made.
Service-based e-commerce
If you sell services online (courses, consulting, software), Google Ads works excellently. People search for solutions to specific problems, and you provide the answer.
Google Shopping for product catalogs
If you have a catalog of hundreds or thousands of products, Google Shopping (Performance Max) automatically displays the relevant products based on user searches. It is the most scalable solution for large-catalog e-commerce.
Competitor targeting
You can bid on competitor brand names and attract their customers at the exact moment they search for them. An aggressive strategy, but effective when you have a superior product or better pricing.
The optimal strategy: use both
The most profitable online stores we manage do not choose between Facebook and Google — they use them together, strategically. Each platform covers a different stage of the sales funnel:
The complete Facebook + Google funnel:
- 1. Top of Funnel (Awareness)Facebook Ads — video, carousel, UGC for cold audiences
- 2. Middle of Funnel (Consideration)Google Search + Shopping for product queries
- 3. Bottom of Funnel (Conversion)Google Brand Search + Shopping with purchase intent
- 4. RecoveryFacebook Retargeting + Google Remarketing for abandoned carts
How to split the budget? For most online stores, we recommend a 60% Google / 40% Facebook split if you already have search demand for your products. If you are launching a new product or are in an emerging niche, flip it: 60% Facebook / 40% Google.
The key is to measure combined ROAS, not each platform in isolation. Facebook often generates the first brand interaction, and Google closes the sale. If you evaluate Facebook solely on direct conversions, you will underestimate the real impact it has.
Use a multi-touch attribution model (or at least first-click vs. last-click) to understand each platform's true contribution. Tools like Google Analytics 4 and Meta Attribution help you see the full picture.
Optimize your campaigns
We manage Facebook Ads and Google Ads campaigns for online stores with proven ROAS. Find out how we can scale your store's sales.
Discover Paid Ads services